ITV pop-up ads that can appear DURING shows

Television viewers may soon be unable to avoid adverts during their favourite shows as ITV develops plans for "pop-up" commercials.

New computer technology is able to find clear space on the screen in which to flash up logos or messages - meaning ITV will not have to wait until the commercial break to advertise.

The technique is being tested in news footage on the ITV Local website. If successful, it could be introduced to mainstream programmes.

The technology, called "automatically placed overlay advertising ", uses computer algorithms to search for the space on video footage, such as blue sky or blank walls. Simon Fell, ITV's head of future technology, said: "There's a lot of potential.

"But obviously you won't be seeing one of these appearing at a crunch point in a drama." Companies already taking part in the trial include uswitch.com, the price comparison website, and Freesat, the digital satellite service. Their logos appear in the background of some videos on the ITV Local website.

The technology could also allow viewers to click on the logo to visit the advertiser's website via set-top boxes with internet access. This is an area advertisers want to exploit.

But any plans to introduce the technology to television screens could face tough opposition from regulators. Broadcasting watchdog Ofcom and the Advertising Standards Authority suggested it was difficult to see how it would fit with current regulations.